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david coulthard

TBA Group's ex-F1 star announces metaverse partnership

David Coulthard's Velocity company, part of the TBA Group, will partner with Virtual Brand Group

TBA Group has announced a partnership between its Velocity brand and the Virtual Brand Group (VBG) to launch major organisations in the metaverse.

The partnership will launch with TBA and VBG co-hosting an exclusive event for select brand clients, featuring industry luminaries, set to take place next month. In essence the partnership will help brands take their physical events and experiences and transfer them into a virtual environment.

VBG is perhaps best known for building and launching the Shop City immersive Roblox experience, which saw 202m active user per month and 50m per day, and avatar merchandise program partnering with more than 30 of the world’s top digital designers.

guy horner
Guy Horner

Guy Horner, CEO of TBA Group, commented: “We are always seeking innovative ways to enhance the experiences that we create for our clients and their customers. Due to the impacts of Covid, interaction in the virtual world has accelerated offering brands the opportunity to co-exist, and co-create, in the virtual and physical world. It unlocks the opportunity for consumers to interact with products and experiences in a creative way that does not exist in a physical world.

“We are very excited about this opportunity with VBG and are already working with clients to put them in the metaverse, creating more immersive engaging experiences with greater scale and reach.”

Justin Hochberg, VBG’s CEO added: “No matter what type of brand, no matter what sector, all consumer-facing brands need to seize this opportunity to experience first-hand the biggest shift in a generation to leapfrog its competitors. Put another way, ‘47% of 'Gen Z' say they will discover brands through the metaverse’. TBA and VBG have the tools to make that happen."

TBA Group consists of TBA plc, Top Banana, Velocity, VHE, Zest, LGA, and Optimum.

Ex-Formula 1 driver, and current co-commentator David Coulthard (main image), is the co-founder of Velocity, which is part of TBA Group, said: "Our business is about creating experiences for our partners and it’s a logical next step for us to put brands into the metaverse. There is huge appetite right now to exploit that metaverse opportunities as it expands the audience as well as extending the experience beyond a physical event.”

Coulthard raced in Formula 1 between 1994 and 2008, winning 13 Grands Prix with Williams and McLaren from 247 starts. He now co-commentates on Channel 4's F1 TV coverage.